AbbVie continues to be top of the TV drug ad spenders as its immunology blockbuster Skyrizi dominates this year’s iSpot roundup. After taking the top spot again last month, the Big Pharma is running another new ad.
The 60-second Skyrizi spot, which launched in mid-August, focuses on the drug’s psoriasis label and is split between two people: the first is a TV reporter who is confident enough to take off her jacket in front of the camera. She talks to locals at a new park called Clearfield Park.
The second person featured in the ad is a middle-aged man at a street party. He confidently wears shorts and a shirt, later taking off his shirt to use a slip-and-slide.
The implication is that both are happy to bare their skin as they have no psoriasis because of Skyrizi.
The advertisement emphasizes the drug's effectiveness and the minimal dosing schedule: four doses annually after an initial two-dose starter regimen.
The theme, and the name of the spot, “all in on clear skin,” chimes throughout. The ad uses the same jingle as AbbVie has used for the past year, “nothing is everything,” the linguistically complex lyric talking up how having nothing showing on your skin is everything.
AbbVie spent $28.3 million last month across all its TV ads for Skyrizi, airing two in psoriatic arthritis, six psoriasis and two Crohn’s disease, according to data from teal time ad trackers iSpot.TV. Skyrizi is on track to become 2024’s leading TV drug in terms of spend as it has so far dominated the monthly spend lists.
The drug, alongside fellow immunology therapy Rinvoq, is set to help shore up lost sales from AbbVie’s aging Humira, the once $ 20-billion-a-year sales behemoth that has now lost patent protection and seen its sales plummet.